Advertorial Awareness Campaign Evaluation
Theories - In Order of being put out
Bus Banner 1month
Web Banner 2Months
Drop leaflet 1Month
All three of the types of media i chose would come under the "Hypodermic Needle" Theory because none of them are being voluntarily looked at, all are being forced in the face of the viewer. Personally I think this works for the way my adverts are formatted, they're made to call unknown people to action.
Moral Panic:
Personally i don't think my campaign uses any moral panic. I don't think we, as a society, care about the environment enough for it to be a moral panic although it probably should be. So i don't think my campaign has the room for moral panic
Target Audience
My campaigns message of direct address blame on the older people, shocking them into thinking about their kids future definitely works with my indented target audience of older people who do nothing about the environment and how it will effect their child's future
Implement theories in evaluation
Section 1: Analysis of the project
1. Describe the campaign theme: Refer to the film and the importance of the awareness it discusses. Refer to other sources than the film you were asked to watch.
The Films campaign is heavily focused on the worlds soil and what we can do to save the planet. The film that the whole projects based off "The Need To Grow" focuses a lot on soil and also farming and being sustainable. It discusses a lot of important topics for awareness, It raises awareness about the use of chemicals in food, the little girl forces The Girl Scouts to make GMO Free cookies by having a little protest. The theme for my campaign is growing food at home and living sustainably while blaming older people for their involvement in the destruction of the planet.
2. Explain how you analysed the film and other sources / knowledge and then selected an aspect / subject / issue to focus your campaign on.
After i watched the film I looked over my notes carefully, thinking about every point I put down. I thought carefully about every fact and every message. The film itself was quite heavily based on soil and how its dying due to the chemicals we use to kill pests.
So I started to think about home farming, as its something my grandparents have done forever and we've started to do. So the talk of the soil dying and how we're going to be left with no useable soil if we keep going made me think, why don't I base my campaign on home gardening? Gardening at home means you can control what you use so you don't end up with dead soil. Also I saw it as a fun activity you could do with your kids that helps the environment while you're at it.
3. Explain why you chose this subject to make the campaign on and then how you approached it through the creation of the press release. State the theme and purpose of your press release.
I chose to focus the subject of my campaign on growing your own fruit and veg and living sustainably because of many reasons. one reason would be that we shouldn't have to just accept all the chemicals we consume and the carbon emissions produced just to get our food in shops, we need to reduce the Co2 we involuntary make while having fun.
My press release is about the need to not consume chemical infused food and reduce the carbon emissions via travel by planting and growing your own fruit and vegetables. The point of the press release is to start creating the campaigns loose narrative and help keep to my idea and expand on them.
4. Explain who your target Audience is based on for your Campaign idea, how it evolved through the research, campaign items Proposed and the final designs. Use relevant language (see handout, target Audience updated)
5. Explain how you wrote, selected content (images, graphics, use of colour) and adapted the press release into three copy versions for three campaign-based items.
Firstly, how I wrote the three copy versions, what I did was I wrote down the three pieces of media I chose (Bus banner, Web Banner, Drop Leaflet) and had my Press release next to it, I read through my press release several times to get the gist of the campaign in my head fully. For the web banner I thought it needs to be eye catching and snappy so i went with an attacking style copy. With the bus banner i went with the same threatening type of text because it will make you want to do something or at least know more about the campaign. And finally the drop leaflet, it took a lot of thought and changes for this type of media, but in the end I managed to make the copy by making a compilation of different pop out lines and facts.
For the graphical side of things i wanted the designs to have some form of earthy feel to them so that's why I decided to choose the gradients I did. To accompany the earthy feel I included some gardening clip art to make it stand out and more approachable to an idle audience.
6. Detail the parts of your campaign: Explain what you made for your campaign. Explain where the three items would have been seen based on your target audience (publications, locations, demography)
For my campaign I made a Bus Banner, Web Banner and a Drop Leaflet. The first item to go out to the public would be the bus banner for about a month mainly in and partially around Norfolk, the reason is that Norfolk is a farming county where many people's families will have a history in farming in some aspect. After the bus banner finishes up is when the web banner will be pushed out, this banner will last a good 2 months so it lets everyone see it and not over stay its welcome on the internet, ideally this banner would be seen on local news sites, Facebook, YouTube, etc. Next comes the drop leaflet, but the drop leaflet will be released during the 5th week of the web banner. The item itself will be distributed in king's Lynn and surrounding villages obviously only being dropped to people who have some sort of garden so that's why the focus is on the villages, also because they are tight communities who can all get into gardening together and share the passion.
7. Explain how the campaign worked.
A) The order of delivery,
My order of delivery worked because of a couple reasons. Firstly, i believe that the bus banner being out first lets the wider public get their first impressions of the campaign and is more of an optional viewing, also the timing allows for people to lightly talk about it if they gain interest. Furthermore with the Web banner coming out after the bus banner ends allows for the web banner to be more effective because it will still be fresh in the peoples minds and could push them to use their initiative and press the ad or at least make them think about it more than they would before. Finally with the drop leaflet coming out on the 5th week the web banner it gives everyone that final push that they might need to take part and want to learn more.
B) The place these would have been seen,
I think my location of Norfolk for my campaign works quite well because of the counties fame for farming, I think many people have that want or need to farm but haven't been shown any pros or reasons to start doing so. Also my need for the drop leaflets only being dropped in kings Lynn and in surrounding villages to people who have gardens makes the campaign optimised to only be in the face of people who can actually do something with the campaign. with the web banner it would be placed on different local news sites, Facebook and YouTube to get the reach needed to lift the campaign on the social media plain.
C) The frequency of delivery for each item.
With the bus banner it would be placed on around 10 - 20 buses that go into kings Lynn and the whole of Norfolk to get the maximum coverage of the county and therefore it will be in the eyes of everyone hopefully. For the web banner its pretty self explanatory, its one banner per page on the site, personally i think this is the most effective option because it doesn't overwhelm the viewer and wont annoy them to the point of not caring as many ads do. Now, idea for the drop leaflet is that it will be dropped at the target houses around once a week but on the last week its dropped twice in one week.
Section 2: Discuss the effectiveness of the campaign(unit 4).
1.Describe the potential use of the three awareness impact theories (see handout Three awareness impact theories) strategically to create your effective awareness campaign.
A) Indicate the combination of the three in delivering an effective and plausible campaign indicating the approach you decided to take –and why!
B) Include detailed reference to your Target Audience profile as a justification for this campaign “style”
The Hypodermic Needle theory: is effective for campaigns that currently have no followers, its purely used to be seen idly because we're injecting the campaign and its ideas into the passive audience's brain.
The Two-step flow theory: The way this works is a person is influenced by the mass media and then becomes a voice in spreading the medias message by being a mass leader and informing the wider public who might not know. This would be massively effective in my campaign because it allows for mass spread between people who are already interested in a similar topic.
The Cultivation theory: This works by slowly manipulating your opinion of something over a long time. for example if you red apples and you watched a programme that was in massive support of read apples overtime you'll believe that red apples are the best and you love them! This would be quite effective because it just helps enforce and strengthen an idea or opinion someone has about the environment and in tern make them an active audience.
The approach i took for my campaign was having each item use the Hypodermic Needle Theory as each of my items are naturally used to advertise towards a passive audience. The reason I decided to use the hypodermic needle theory for my items is that my campaign isn't something that would have a big effect around here if it was a more focused campaign. my target audience allows this theory to work for me because they don't know what they've done or what to be fearful of so seeing this campaign indirectly will create guilt they didn't know they had. The fact that my items clear the whole of my age demographic helps my use of the hypodermic needle theory by being online and out in the real world.
2.Indicate how your project makes use of the MORAL PANIC theory. Say how it applies to your campaign, creating a sense of moral recognition / understanding in your intended Audience based on your target audience profile.
I don't believe that my project fully takes advantage of the Moral Panic theory because of how tame it is. But i believe it could apply in my campaign because I mention the fact its the viewers fault that their children might not have a future which would be a big moral dilemma for parents ( my audience) since they want their kids to grow up and live and have kids themselves which will make them want to take action and join in with my campaign .
3.Discuss how the design of your campaign items altered, focused or enhanced the message of the campaign to the target audience. Show how you evaluated the designs and reviewed the target audience through explaining the alterations you made.
The design of my campaign items definitely altered the message of my campaign to my target audience. My campaign went from a calm "grow at home!" friendly message to a more realistic threatening "grow at home, help yourself, save the planet" type message, Once I had altered the message it was sweet sailing and I fully knew what the vision was for my campaign. So the alterations I actually made were quite simple I made the images used more serious, for example check my bus banner, and the fonts more professional to fit in with my more mature audience so they don't immediately dismiss the campaign.
4.Explain the final set of work against the set task. Could the campaign function well in the area of your target Audience. Write 3 main strengths + 3 significant weaknesses
Realistically i think my campaign would be sub-par for my target audience, i don't think it would be a huge flop but i do think people wont listen as much as they could.
Strengths
- Relatively catchy headline "Grow Your Own!" Kind of threatening because of the direct address but it isn't
- Decently structured press release that set the ground work for my whole campaign
weaknesses
- Lack of need. I feel like this isn't a campaign that's specifically needed or sought after, I probably should have gone more popular.
- Target Audience: I feel like my target audience isn't clear enough as is a bit too broad and non specific to work as an effective target audience.
- Lack of detail/research: I feel like if I took my research a step further my campaign could have had that amount of detail to interest the viewer and make it a more well structured campaign.
5.Set yourself an action plan of five points describing how you would improve this campaign
Plan
- I would definitely do more in-depth research before picking my topic as it will tell me if its a good idea to continue with my idea or not and will lead to a more clear sailing project at the end.
- Have a set target audience in mind and do research to see if the audience will fit the topic and change accordingly to what I find instead of being in limbo with my campaign.
- Mix up the types of media I use so I don't just include one of the theories and also so my campaign matches the media I'm picking. e.g. Don't put an anti bus ad on the side of a bus etc.
- Have a more clear understanding of the vision of the campaign so I don't stumble when it comes to creating the graphics. when I get to my designs I need to know everything I'll need to continue, the theme, colour pallet, target audience and more.
- Make sure all the items match on the previously mentioned sectors. if its mix and match it wont work as effectively and could appear misleading or fake
Comments
Post a Comment